The relevance of the study is related to the role of household behavior in the field of energy saving in the context of the development of hydrocarbon energy, in the implementation of energy-saving technologies, the rational use of resources in energy generation, as well as in stabilizing the energy market. The research methodology is based on system and factor analyzes of the neoclassical direction and institutionalism of economic theory, which are ambiguously implemented in shaping the behavior of households in energy saving. The conclusions of the study include highlighting the specifics of the behavior of households in energy saving, the influence of external factors - institutional, infrastructural and others on the rational behavior of households in energy saving. It was stated that the imperfection of the regulatory framework for the provision of energy services and their constant changes limit the formation of rational behavior of households in energy saving. It is suggested that when drawing up an energy-saving policy in the short term, it is necessary to use the factorial theoretical and methodological provisions of neoclassicism, and in the long term to use the factorial approach of institutionalism. The paper analyzes and proposes four models of energy-saving behavior of households and identifies problems and difficulties in the process of their implementation in practice. A factor analysis of the influence of household behavior on the implementation of sustainable energy was also carried out. The transition to sustainable energy, as well as the solution of the problems that stand in its way, must be carried out taking into account the interests and capabilities of households.